Brand Building
First << 25262728293031 >> Last (32)
LifeLock’s Direct Response and Brand Advertising Model
Andrew Wyant, VP of marketing at LifeLock, discussed how direct response advertising and brand advertising were able to strengthen the LifeLock brand.
Priority Mail Flat Rate Boxes: "A Simpler Way to Ship"
Greg Whiteman, manager, market research, U.S. Postal Service, Joyce Carrier, manager, advertising, media planning and promotions, United States Postal Service, and Dave Lockwood, solutions planning director, CE, discussed the approach used to ensure rigorous development and execution for the Priority Mail "If It Fits, It Ships" integrated advertising campaign, which won the Grand Ogilvy Award.
A Model for Trust
Connecting and engaging with consumers in a believable way is key to building a successful brand. John Seifert, chairman and CEO, Ogilvy & Mather North America, writes that trust is required in order to bring out the inner greatness of brands.
Driven to Succeed
Ford’s Jim Farley helps the resurgent automaker get its message out. Adversity has forced the brand to be a stronger, leaner, more agile, and aggressive company, with a renewed focus on the customer.
Mars' Amanda Zaky on How to Leverage User-Generated Content
Amanda Zaky, manager of interactive, integrated marketing communications group, Mars U.S., and Lauren Nodzak, public relations manager, Mars Snackfood U.S., discussed the M&M's Most Colorful Contest and the social media efforts behind it.
Brand Equity and Accountability
James R. Gregory, CEO and founder, CoreBrand, shares his thoughts on brand valuation and accountability in this ANA Insight Brief. An AFLAC case study is also shared.
The Breathing Brand: Employees as Brand Ambassadors
Christine M. Owens, senior vice president, communications and brand management at United Parcel Service, Inc. (UPS), discussed how the brand trains it employees to project and protect the company's core values.
How to Generate Growth through the Design of Brand Experience
Brand perception and relevance can shift at a rate that far outpaces most organizations' ability to manage it making the need for consistency and clarity even more vital. IDEO designer and practice lead Clark Scheffy discussed the value of asking the right questions and integrating design thinking into your creative process and presented case studies on brand growth.
Southwest Airlines: Bags Fly Free
Sandra Howard, director of advertising, Southwest Airlines Co., discussed the strategy behind the airline's "bags fly free" messaging.
Final Say: Time to Reconnect
Honest, personal communication is the key to building customer trust. In a post-Recession environment, brands have to work hard to regain the confidence of consumers.
Formula for Success
Scott Remy’s creative marketing strategy seeks to boost Nestlé USA’s positioning in nutrition, health, and wellness. For Nestlé, consumer preference + nutritional plus + brand communication = market share.
Winning Hearts, Minds
Marketers who embrace the five tenets of customer-centricity gain engaged, loyal brand advocates. Read about how Procter & Gamble, Best Buy, and Charles Schwab found success by building close relationships with consumers.
Attention CEOs
Sandy Rogers, managing director and practice leader, customer loyalty practice, FranklinCovey, discussed how marketers can obtain more reliable customer service measures.
The Dermatologist Is In - Olay Professional Pro X - WebMD
Dan Hamilton, brand manager - Olay and Devinn Kraut Tafaro, vp, connections associate director - MediaVest discuss "The Dermatologist is In," a fully branded multi-media custom content platform featuring the Olay Professional Alliance integrated within the #1 trusted health & wellness destination, WebMD.
Rapid Change as an Opportunity for Growth and Leadership: A Quintiles Case Study
Millie Tan, CMO and SVP, Quintiles, and Allison Womack, managing director, Doremus New York, discussed how Quintiles, a biopharma partner company, consolidated their four disparate brands under one umbrella to create a new biopharma category and a new Quintiles communications platform.
Recasting the Intuit Brand for Small Business Owners
Firouzeh Murray, brand leader, small business division, Intuit, and Michael D'Esopo, senior partner, brand strategy, Lippincott, discussed Intuit's decision to create an Intuit umbrella brand to house its well-known products, such as TurboTax and Quick Books.
Turning a Global Powerhouse into a U.S. Brand
Bill Stabile, senior director, brand & marketing communications, Siemens Corporation, shared the strategy behind Siemens' attempts to Americanize their brand and break down silos within the company.
The Greening of America
Kathryn Barrett Park, senior counsel for advertising and brand management, General Electric Company, and Jeffrey Greenbaum, partner, Frankfurt Kurnit Klein & Selz PC, took marketers though what is cold, warm, hot, and green in environmental marketing.
Creating a Seat at the Table
Steve Cannon, vice president, marketing, Mercedes-Benz USA, discussed how Mercedes-Benz formed two online customer advisory councils and the impact that those groups have had on the brand.
Dan Germain at the 2010 ANA Brand Innovation Conference
Dan Germain, head of creative at Innocent Drinks, discussed how the brand is working to make its products interesting, not just healthy.
